Working in marketing and public relations has introduced me to a lot of very different people. These clients operated different businesses, worked in different industries and had different personalities.
But upon initially being hired, all of these people had one common question: "so, how are you going to get me on *insert major news network/website here*?"
Gary Vaynerchuk recently released a video (below) addressing this very same question and then the issue that I often ran into as well: People want to be featured in these major media sources but aren’t willing to do the work to get there.
In his video, Gary makes some great points, but here are my three favorite:
- “Started from the Bottom Now I’m Here” - That’s actually a quote from Drake, not Gary... BUT Gary makes the point that he wasn’t just thrust onto Conan or the Today Show for no reason. Gary started by writing blog posts that only had 6 readers and by recording interviews that only had 19 viewers. Eventually, Gary gained a following and as his influence grew, so did his audiences.
- Depth vs. Width - Gary Vaynerchuk is a strong believer in depth vs. width. This means that he would rather go deeper with his community and the people who support him than speak to thousands of people who may or may not care about what he has to say. As with all marketing, building trust with your followers largely lies in nurturing the relationship you have with them. Often, the best way to nurture those relationships is by strongly focusing on them and their needs rather than on the people who weren’t engaging with you in the first place.
- Having Humility - I think this was by far my favorite point made during this video. You are never too big to say no. You may have already done the thousands of videos to less than 100 people but there is always value in doing more. You may have already made a name for yourself, but that doesn’t mean somebody won’t find new information in what you have to say.
So, even when it seems like a ten minute interview won’t be worth it or a guest post to a less-traveled blog won’t make a difference, think again. Take those opportunities to nurture the relationship you have with your supporters and use them to perfect your message to future, larger audiences.
View Gary's video below: